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The NEW Launch Plan: 152 Tips, Tactics and Trends from the Most Memorable New Products
Building on eight years of knowledge and data compiled from Schneider’s Most Memorable New Product Launch Survey (MMNPL), The NEW Launch Plan: 152 Tips, Tactics and Trends from the Most Memorable New Products, examines successful launch strategies and tactics used by top tier consumer product companies. The annual Most Memorable New Product Launch Survey, sponsored by Schneider Associates, IRI and Sentient Decision Science, surveys more than 1,000 U.S. consumers about the most memorable new product launches of the year, as well as current purchasing and behavioral trends.
"You never get a second chance to launch a new product, so you’d better make sure you do it right the first time by reading Joan Schneider’s new book, which is loaded with helpful advice and case histories. A particularly valuable guide in today’s era of social media."
– Al Ries, Author, War in the Boardroom
"Joan Schneider lays out the path to new product success in The New Launch Plan. With the failure rate for new product introductions continuing to rise, this book is a must read “bible” for every marketer."
– Phil Lempert, The Supermarket Guru
"In today’s always on, YouTube-infested, Twitter-centric world it’s much tougher to launch a new product than even a few years ago. If you’re ready to launch a new consumer product into the national market, The New Launch Plan is your blueprint for success."
– David Meerman Scott, Bestselling Author, The New Rules of Marketing & PR
"While most business books are just lots of words on a page, The New Launch Plan makes creative use of graphics and images to highlight topics covered in the book."
– Steve Garfield, Consultant